Europe Readies for 2012

The annual Visit Europe Media Exchange came to New York’s Marriot Marquis on Oct. 17 attracting some 300 travel writers to hear the promotions of dozens of European destination marketing organizations, railroads, hotels and attractions. The Exchange, produced for the European Travel Commission, began in 2003. It offers an opportunity to go table by table to hear the plans that various European destinations have for 2012. Here’s a sample of what some European destinations have planned for you and your clients next year.

In 2012 Vienna will celebrate the 150th birthday of Gustav Klimt. According to the Vienna Tourist Board’s Astrid Pockfuss: “While the combination of Budapest, Prague and Vienna is still the most popular attraction for Americans, some U.S. wholesalers are creating packages based on Klimt.” In November the 21er Haus Museum will open with a new collection of 20th century art. The new Augarten Museum will present Europe’s second oldest porcelain factory (after Meissen). The 25 Hours Haus Hotel has opened its suites with the rest of its rooms to open shortly. Coming in 2012 will be the Sanssouci Kempinski.

The Austrian Tourist Office also is looking east of Vienna to an area known for wines. “Lake Niuseidl on the Hungarian border has long been a popular area for day tripping Viennese, now we hope to use it as a way to extend stays in Vienna and add depth to multi-country touring in the region. It also adds a nature component to Eastern Austria,” says Teresa Faudon of the Austrian Tourist Office. “Old farms are being turned into B&Bs and the flatness of the area makes it perfect for cyclists.”

Guimarães, Portugal and Maribor, Slovenia, will be the two European Capitals of Culture in 2012. Slovenia is creating itineraries that incorporate the country’s smaller cities, its wine rich countryside and thermal springs.

Switzerland will be celebrating the 100th Birthday of the Jungfrau Railway, which stops at the highest railway station in Europe. The Swiss also are putting extra energy into promoting their many lakes. Bern’s iconic hotel, the Schweizerhof Hotel will reopen after an extensive renovation.

In England’s Manchester, American travelers still represent the biggest market. “We’re looking at a campaign with MLT Vacations,” says Emma White, Visit Manchester’s U.S.-based gateway marketing manager. “Tour operators are beginning to come around and there will be new programs from Trafalgar, Brendan, Collette and Kuoni.” White’s presence in New York City gives the city an advocate to keep the city up front in promotions. “I’m here partially to insure that VisitBritain’s promotions don’t get too London heavy,” she says.

Germany will celebrate 500 years of artist Albrecht Durer; 800 years of Leipzig’s Boys Choir (once directed by Johan Bach), and 300 years of Frederick the Great. Hamburg will open its much anticipated Philharmonic in May. Bavaria will celebrate 200 years of one of Germany’s signature lifestyle icons, the beer garden.

Ireland is on schedule to receive some five million visitors in 2011. “It’s a great time to get real value in Ireland,” says Tourism Ireland’s Bernard McMullan. “During our recent boom economic years we built fantastic tourism facilities and improved roads and other infrastructure. Then came the economic collapse two or three years ago and now the hotel prices are way down. So you get a top quality product at a very reasonable price in Ireland right now.” In April, the new $180 million Titanic Visitor Center will open in Belfast, the city that built the ill-fated ship.

Scotland will continue with a series of theme years. In 2012, the country will feature Creative Scotland following the Homecoming year in 2009, Food and Drink in 2010, and an Active theme in 2011 (Scotland will repeat the very successful Homecoming promotion in 2013). Scotland’s arts, architecture, music and literature will be explored on a region by region basis. The country also is looking forward to the June release of “Brave,” a Disney/Pixel animated film with a strong Scottish theme.

The July attack had little influence on tourism to Norway. In fact, Tauck Tours’ Norway programs are up 35 percent. “Initially we had some cancellations,” says Harald Hansen of Innovation Norway. “But now operators are selling like crazy. The adventure travel market is helping us to open new parts of Norway to tourism. We were up 25 percent last year and we’re up 10 percent this year over last year. We’re promoting a European winter without skiing.”

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